Kingsmill launches new masterbrand

Kingsmill has announced the launch of its new ‘masterbrand’ look and feel. The re-launch, backed by £4.6m marketing investment, aims to engage consumers, and simplify the shopping experience to ultimately boost bakery sales across the entire portfolio.

The new masterbrand has been developed to enable Allied Bakeries to build ownership of the healthier white category while also building credibility beyond white bread and consolidating their white bread portfolio.

Guy Shepherd, category director, Allied Bakeries said: “A new brand identity that is consistent across the entire portfolio, enables us to drive awareness amongst consumers of the breadth of our range, while also growing the already well established commitment consumers have for our products.”

The re-brand programme consists of four main elements; redesigned packaging, new advertising,

Kingsmill’s first integrated digital campaign and sponsorship of the Big Lunch. The new strapline ‘Kingsmill. Fresh Thinking.” will be used across all elements of the campaign. The activity will target busy families.

Guy continues: “We understand that busy families have more to worry about than just their weekly shop, and while bread plays a crucial role in the household, we’re aiming to make family life a little bit easier – our new pack design is a great example of this.”

New packaging, due to be rolled out to stores across the UK from 5th December, will present a strong, consistent look across the entire brand portfolio of over 40 SKUs. As well as providing clearer product names, a modernised logo and fresher colours, the new packaging will feature a ‘reveal’ which allows shoppers to clearly see the quality of the product inside.

Will Ghali, Director of Brands, Allied Bakeries said: “We have used similar colours and logos that shoppers already associate with their favourite Kingmsill products. While streamlining the branding and packaging information to simplify the purchasing decision for busy families. They can now quickly and easily identify all products in our portfolio, and know that each is of the same high quality and great taste that they know and love.”

A new Kingsmill advertising campaign will launch in January 2012. The £4.6m campaign uses a number of Kingsmill SKUs in three adverts to target busy families with the new ‘Kingsmill. Fresh Thinking.” strapline.

Source: Kingsmill